Gender is the most potent determinant of how a person views the world and everything in it—more powerful than age, income, race, and geography. Bridget Brennan

March 11, 2012

What does Mint.com's partnership with DailyWorth mean for the future of PFM? It means that PFM 2.0 is content integration!

It didn't receive a huge amount of press, and the companies involved didn't comment much...but it was important(I think). I'm talking about the announcement last month of the formal relationship between Intuit's mint.com and DailyWorth.

And couple that with the fact that, in the 36 comments on Ron's Shevlins post recently, "not one" disagreed with the fact that women are by far and away the primary decison makers and influencers with respect to financial decisions for their families. Including Ron!

So, armed with those facts, it's not to hard to see why a smart industry leader like Intuit is "banking" on women. And thus the partnership between Mint and DailyWorth.

I'm not saying that Mint.com is the best PFM! There are some fantastic players in this field. I'm just saying that this move by Intuit is important.

In another article about this partnership from American Banker, Celent Senior Anaylst Jacob Jegher makes a valid point when he says "the PFM tools out there are being used by pretty much anyone and are meant for the masses, but there are different things going on that affect people's financial planning needs".

I know a little more than just a little about Intuit. Because Intuit (TurboTax) was the only strategic partner of a company I worked for here in Houston, I have a intimate knowledge of their operation.

So what does this partnership between Mint.com and DailyWorth mean. It means that the next phase of PFM will be linking it to content (just where GroupOn & LivingSocial are moving). And if women are the She Economy...then I don't have to mention what type of content, do I?